Contact: Adam Sodersten
Lands’ End


Dairyland Dare Cycling Challenge Draws Thousands to Southwest Wisconsin

Lands’ End proud to present the 7th annual event

DODGEVILLE, Wis., July 25, 2012 – On August 11th, cyclists from around the country will meet in Dodgeville for the 7th annual Dairyland Dare Cycling Challenge. Starting and finishing on the Lands' End Campus in Dodgeville, the ride will take cyclists on a course of handpicked scenic roads throughout Iowa County that were untouched by glacial flattening. Riders can chose between one of six distances ranging from 50k (32 miles) up to 300k (186 miles).

“Lands' End is proud to sponsor this great event that challenges cyclists while also letting them see the beauty of Southwest Wisconsin," said Lands' End CEO Edgar Huber. "As an avid cyclist myself, I look forward to participating in this year's Dairyland Dare.”

A course with a view… and crown

The 2012 Dairyland Dare course was developed upon the following three criteria:

  • Low-traffic roads – Avoiding state highways, the Dairyland Dare winds throughout quiet country roads.
  • Scenery – From hilltop vistas to misty valley bottoms, scenery is a top priority.
  • Hills – Whether it's a short, steep uphill or a long, winding downhill, riders will have plenty of hills to navigate.
  • Known as the third leg of the Endurance Cycling Series, riders who competed in at least a 50k ride in the Arcadia Brute in May and the Kickapoo Kicker in June will qualify for the Wisconsin Triple Crown upon completion of the Dairyland Dare. Riders competing in all three stages will be eligible for a Wisconsin Triple Crown bike jersey at no additional charge.

    Registration is open!
    Taking place only four weeks before Ironman Wisconsin, the Dairyland Dare is a great ride for Ironman competitors, avid cyclists, or anybody looking for a cycling challenge. Participants can register at

    About Dairyland Dare
    Started in 2006, the Dairyland Dare is hosted by over 250 volunteers and aims to bring cyclists to small towns throughout Southwest Wisconsin. With nearly 20% of rider entry fees going to local charities, the Dairyland Dare has donated over $75,000 to various volunteer organizations over the past six years.

    About Lands' End®.
    Lands’ End is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands’ End delivers timeless style for Men, Women, Kids and the Home at, 1-800-800-5800, the Lands’ End Shops at Sears and around the world. Lands’ End is a proud member of the Sears Holdings Corporation (NASDAQ: SHLD).